Who is responsible for your dealership's marketing compliance? Is it the sales manager, legal, or one of your dealership partners?
The answer is that if your dealership is dinged for noncompliant practices, it doesn't matter who was supposed to be watching out -- the result is the same. Nonetheless, many dealership marketing vendors are either unknowledgeable or misinformed about manufacturer, state automotive advertising laws, and FTC compliance guidelines across the country. Here are four reasons why compliance should be one of the first questions you ask when considering a new marketing partner.
1. Reputation is everything
With today's car-buyer doing more research online before even visiting a dealership, any pending lawsuits or previous fines can be highly visible to customers online when considering their next purchase. A compliance issue will make it even more difficult to compete online, and can continue to impact your reputation even after the issue is resolved.
2. Avoid OEM dings
Following the manufacturer's branding guidelines may seem like a hassle when you're trying to get that end-of-month sales campaign out, but those few extra minutes are worth it. Noncompliant marketing can result in financial penalties, decreased allocation, and otherwise damage your relationship with the OEM.
3. CAN-SPAM fines can add up
The CAN-SPAM Act sets rules for commercial emails to help inform and protect customers, governing everything from headers and subject lines to opt-out procedures. Adhering to these regulations involves a combination of creative, marketing, and development skills--and failure to do so can result in fines of up to $16,000 per email sent, equivalent to the profit on 13 cars.
4. You'll see the difference in customer retention
It's no secret that the most valuable customers are the ones who keep coming back to your dealership. Adhering to compliance laws and guidelines is a critical component of a customer-first dealership experience -- one focused on transparency and respect. Higher customer satisfaction translates into repeat business and positive word-of-mouth that can set your dealership apart in a crowded market.
It's clear that compliance can't be ignored. At 3 Birds Marketing, we support our clients' needs across the country with an in-house compliance department to ensure that your messaging is appropriate. It's one more way we're dedicated to being your trusted marketing partner. To learn more about how we've got you covered, contact our team.